Turn It Down Already!

Written by Apartment Management Magazine on . Posted in Blog

Loud-noise
For many landlords, noise complaints are all too common.

It is often difficult to monitor noise, and to determine if the particular type or level of noise violates the lease agreement.

Not all noise is from partying or loud music. Other common sources include children, dogs or a TV.

Here are some steps to follow to resolve a noise complaint at your rental property:

Knowledge of local laws is crucial. It’s no coincidence that noise levels often are described in local ordinances. Use those standards as your guide.

But sometimes noise concerns can happen in areas not covered by a noise ordinance. Just because tenants can legally play loud music all hours of the night doesn’t mean your other tenants want to hear it, and unresolved noise complaints will likely have other tenants thinking about how to break the lease and move out.

The next step is to include clear rules regarding noise in your lease agreement. For example, it is a very common practice for landlords to have quiet hours listed, perhaps from 10 p.m to 8 a.m, to avoid late night noise — the most common irritant.

But don’t assume that all tenants work 9-5 day jobs. You might have a tenant who works a graveyard shift and sleeps during the day. For them, quiet hours should look more like 10am-8pm, which is not practical.

Have a policy where tenants can report a problem without forcing tenants to go to one another.  Resolving an issue may not be as easy as just leaving a friendly note on the door. Renters are not always comfortable talking to one another about these situations. Avoid escalating disputes. You should expect to play mediator and investigator.

If you can’t mediate the dispute, then you may have to take the next step: 

You will have to figure out if a tenant’s complaint is warranted, or not. Some tenants might not like the sound of the neighbor’s children running and playing. Complaints involving families are tricky as it might be misconstrued as discrimination if you go after large family gatherings or tenants with children. For this reason, you should be dubious about forbidding tenants from having too many guests, because if the guests are related, it might be discrimination.

Speak to the accused culprit and let them tell their side. Also, talk to other tenants for collaboration. Maybe the complaint comes from someone who expects too much silence for an apartment building. You may have to explain to the complainer that you have done all you can.

If you are receiving complaints routinely, check for yourself how noise-proof your dwellings are.

Do the dwellings need more insulation from the outside noises, as well as in between units?

Many complaints are one-time events, perhaps from a tenant who wasn’t aware of their nocturnal neighbor. It is a good ideal to provide one warning to avoid evicting an otherwise good tenant. But for persistent complaints, you might have to give the offending tenant a “cure or quit notice” informing them that they are in violation of the lease agreement and can be evicted if the problem isn’t fixed.

Then, you have to be ready to make good on your promise and file an eviction. Otherwise, you are never going to hear the end of it!


logo_aaoa American Apartment Owners Association | Company Website 

Rental property management can be very demanding. Our job is to make this day-to-day property management process smoother. AAOA provides a host of services ranging from tenant screening to landlord rental application forms and contractor directory to apartment financing. 

 

Bedbug Lawsuit Costs Landlords, Pest Company $2.5 Million

Written by Apartment Management Magazine on . Posted in Blog

Law and money

Residents of an apartment complex in Iowa will be sharing a $2.45 million dollar settlement after a major bedbug outbreak occurred at the building.

According to a report , the class action lawsuit, which involves 300 current and former tenants, has been going through the courts for four years and eventually ended up in the Iowa Supreme Court. After years of legal wrangling, the case was settled before going to trial.

Three different entities will pay out the settlement: $2 million from the previous management company’s insurer, $350,000 from a development group which acquired the property in 2013 (even though the lawsuit was already filed in 2010), and the insurer of a pest control company which serviced the units is expected to pay $100,000. Individual tenants, many of whom were elderly or disabled, will receive from $200 to $6,000 each, according to the report.

The tenants’ attorney, Jeffrey Lipman, who specializes in bedbug lawsuits, says this case puts other landlords on notice that they can’t simply ignore the problem.

According to the report, the apartment complex became infamous due to the bedbug outbreak, and tenants told reporters that they suffered stigma in the community for living there.

This stigma can cause serious financial problems for rental property owners, especially when the information shows up on bedbug reporting websites, and comments or reviews on rental listing sites. Rental candidates may think twice before checking out a building that had bedbugs.

The best way to avoid losses from bedbugs is to be proactive:

Inspect for the pests on a regular basis, even if you haven’t received any complaints. Bedbugs remain dormant for long periods, which can be deceiving. Ask your pest management expert how often you should inspect.

Encourage tenants to report signs of bedbugs. The sooner the infestation is discovered, the better the chances of a full remediation.

Take complaints seriously. Tenants who feel they are getting nowhere with the landlord will look at other options.

Share tips with tenants on ways bedbugs spread — like used furniture, or in suitcases from travel. Teach tenants how to spot the signs so they can report problems.

Work with a professional pest control company. Don’t try to fix the problem on your own.


logo_aaoa American Apartment Owners Association | Company Website Rental property management can be very demanding. Our job is to make this day-to-day property management process smoother. AAOA provides a host of services ranging from tenant screening to landlord rental application forms and contractor directory to apartment financing. 

3 Reasons Every Property Manager Should Do Annual Inventory

Written by Apartment Management Magazine on . Posted in Blog

Property Manager Check ListJeanne M. Salvatore, senior vice president and consumer spokesperson for Insurance Institute Information, recommends that all homeowners take time to make a complete list of personal property to control their assets. Salvatore’s recommendations also apply to property managers. Working from a proactive vantage point, residential property managers who commit to an annual review of physical inventory stand to gain greater control over their return on assets.

Here are three ways that inventory management helps property managers save money.

Insurance and Replacement Costs

A detailed description of assets – furnishings, fixtures, supplies – helps you decide what type of insurance and coverage limits are appropriate for your property. Insurance is only beneficial if your policy accurately reflects physical inventory and assets.  Failing to secure adequate coverage, or paying for unnecessary protection, wastes money.

An annual review of each unit provides an opportunity to catch potential problems early enough to make repairs. It is less expensive to repair a small crack in a window than it is to replace the full pane. Likewise, discovering an HVAC unit that is cycling on and off may only need a complete cleaning, but delayed action could lead to further damage and replacement costs.

A bare-minimum checklist includes the following items:

  • Window treatments
  • Bathroom fixtures
  • Appliances
  • HVAC and portable heaters
  • Furniture

If your property rents fully furnished apartments, include linens, dishes, and other convenience items in the unit at the time the lease was signed.

Budgetary Control

A property wide annual inventory review lets you gain tighter control over the budget and prepare for the coming year. Attaching identification tags to office equipment, maintenance tools, digital devices and other assets allows you to track and monitor your property more efficiently.

A strong asset management program identifies wasteful spending habits, establishes a record of losses for tax purposes and creates valuable information for developing accurate budgetary predictions.

Maintaining Your Property Image

Another key advantage is that regular inventory, especially in common areas, is important for maintaining your image. Over time, little things disappear or get damaged. Replacing small decorative items, like outdoor flower pots, trash receptacles and table ornaments in the club house goes a long way toward making the community feel more like home.

Keeping accurate records of loss or damage for decorative items provides insight for property managers in another way. If you discover some items need frequent repair or replacement, you can find a new location with less traffic, buy more durable items or opt to use alternative decorative strategies.

Investing your time to develop a strong asset management program saves time, money and hassles for property managers. An annual inventory strengthens the program, and is important for every multifamily property.


appfolio Appfolio | Company Website | LinkedIn Connect |AppFolio, Inc. develops Property Management Software that helps businesses improve their workflow so they save time and make more money.  Appfolio submits articles & blogs including topics of Resident Retention, Improved Owner Communication, Time Management, and more.

Protecting Your Property from Careless Residents

Written by Apartment Management Magazine on . Posted in Blog

RentersInsurancePolicyIt’s inevitable that landlords and property managers will experience resident negligence that leads to unintended damage to the unit. Although residents may think they are engaged in innocent actions, landlords and property managers may wonder “what the heck was that resident thinking?” after coming across the by-products of these actions.

Further, your net operating income is likely to be directly and adversely affected by residents’ negligence that leads to flooding, smoke damage or fires. You can avoid the expensive repercussions of these “goofs” by being proactive.

It’s important to have policies clearly stated on the premises and in leases about these risks, and to warn your residents in advance against these concerns. Some suggested warnings, based on common negligence-related accidents are as follows; they relate to water, smoke and fire, which all have a negative impact on your operation and residents’ quality of life:

1. Absolutely no clothing should be hung from the sprinkler lines; this runs the risk of setting them off or damaging them — which in turn will flood the unit.

2. When mopping or cleaning up behind the toilet be aware of the water supply line; if damaged, this can flood your unit and the unit below.

3. Defrosting that holiday turkey? Don’t forget that you left it in the sink with tepid water running over it. That blocked sink will overflow and flood the apartment.

4. When the municipality shuts down a water main, you must shut off all your faucets before leaving the apartment; otherwise the unit can easily flood when that water service comes back on.

5. Toilets are for toilet paper and human waste, nothing else. Diapers and feminine products are leading causes of sewer backups and unpleasant interior messes.

6. DIY doesn’t cut it when installing a personal washing machine in your unit; hire a professional plumber to hook up the water hose.

7. Laptop computers overheat easily when air flow is restricted. Don’t leave a laptop unattended on the bed for long periods of time. Overheated laptops can catch fire, as reported recently by the media.

8. Don’t fry a frozen turkey in hot oil; this will cause a dangerous grease fire (and thwart your dinner plans).

9. Cigarette butts belong in ash trays, not in potted plants, waste baskets or on countertops, where they can smolder and cause a fire or smoke damage.

10. Cooking while intoxicated may also lead to fires; you could forget something’s cooking on the stove, get sloppy with cooking oil or worse, pass out.

11. Before you light your fireplace, remember to open the damper to allow for proper ventilation.

12. Technology can be highly distracting so avoid texting when you are cooking, turning on your fireplace or cleaning around your plumbing. That message can wait.

By requiring residents to participate in a property damage loss waiver (“PDLW™) program, you transfer the risk associated with these resident-caused accidents to the resident. Although you would receive payment directly to cover the cleanup and repair expenses, the best solution is to prevent these situations from happening in the first place. Make your residents acutely aware of the risks in advance and have adequate protections in place to handle these emergencies when or if they arise.

Paul J. Kaliades is president of Renters Legal Liability LLC (RLL™), a provider of Renters Legal Liability® Property Damage Loss Waiver. For more information visit www.rllinsure.com or contact Kaliades directly at pkaliades@rllinsure.com or at 800/ 770-9660. Renters Legal Liability® is a registered mark of Renters Legal Liability LLC.

Multifamily Finance Trend | Real Estate Crowdfunding: Is Technology Cutting out the Middle Man?

Written by Apartment Management Magazine on . Posted in Blog

Rentlytics_Article ImageAs real estate crowdfunding builds a head of steam behind the JOBS Act, what are the benefits and initial concerns that will make or break this budding industry?

“It is really this access problem.” says RealtyShares co-founder Nav Athwal and his partner Trey Clark. “The fact of the matter is, there is no easy-to-access marketplace for even investors to access a reliable source of quality private real estate investments and thus investors have traditionally invested in what is readily available – stocks, bonds and mutual funds.”

When President Obama signed the JOBS Act in April of 2012, the crowdfunding industry achieved what has been identified in the industry as having “potential to be a game changer” for future private equity fundraising efforts. According to RealtyShares, the JOBS Act brought about for the first time since the great depression and the enactment of the Securities Act of 1933, the opportunity for unaccredited investors to be able to participate in a private equity deal.

This is a huge step for investors looking to take advantage of the fact that private equity investments in the U.S. have traditionally outperformed the stock market. Up until the signing of the JOBS Act, these private equity deals were reserved for only for the wealthiest investors, while the average investor was left to invest in the public markets.

And while the JOBS Act is considered by most to be a step towards balancing this inequality, it does have its limits. For both investors and fundraisers, understanding these limits is crucial.  For starters, some of these limits may be prohibitive when it comes to private real estate deals and the act sets a $1 million per issuer, per year fundraising ceiling in addition to possible exorbitant compliance requirements.

One of the biggest benefits of crowdfunding real estate is that it allows investors greater access to deals and it offers a way for them to diversify portfolio.

“If you take a standard investment portfolio, allocated 60% to stocks and 40% to bonds, and reallocate a 20% portion of it to private real estate, you not only increase returns but reduce volatility.” adds Mr. Athwal.

Platforms, like the one RealtyShares operates, allow investors to invest passively in private real estate investments, all while managing the transactions as they would when investing in either stocks or bonds.

With technology, the industry is able to increase the transparency around how capital is raised for private real estate investments and the fees that real estate firms then charge investors.

According to Nav at RealtyShares, “Real estate has been operating under the country club model for too long. The fees operators have traditionally charged investors to pool their funds, acquire properties, and manage the final real estate assets are typically hidden amongst a ton of legal jargon.”

Technology makes the entire process of crowdfunding possible. Without it, this market wouldn’t be possible. Technology allows crowdfunding to adapt and overcome these shortfalls to allow prospective investors to have this desired transparency and increased accountability.

From a logistical standpoint, technology allows for not only the feasible managing of multiple transactions, but also makes it possible to reduce costs through the added efficiency. This efficiency opens up the door for smaller investors who want to get involved in deals with a minimal investment of $5,000 in most cases.

Does this spell the end of the real estate middle man?

“I think that technology enables more information to the investor and better decision making, however the middle man will still always be a part of the process,” says crowdfunding investor Justin Miller, “We will always need someone chasing and sourcing great deals.”


JustinAlanis Justin Alanis | Company Website | LinkedIn Connect |

Justin Alanis is the Co-Founder and CEO of Rentlytics Inc.  Rentlytics is based in San Francisco, CA providing deep analytics for apartment property owners and managers. View and analyze property operational and financial metrics more effectively and identify issues.

Is Your Rental Property Prepared for Leasing Season?

Written by Apartment Management Magazine on . Posted in Blog

May through September are typically the months when most tenants seek new apartment homes, with July and August being the highest volume months. Spring’s arrival signals it’s time for property managers to prepare for increased traffic to view vacancies and to commit resources to encourage lease renewal numbers.

Where do you start? Perhaps the best starting point is getting your team focused. It’s time to make sure your property management team, administrative staff, and owners collectively focus on meeting property goals.

Engage Your Tenants

The arrival of warmer weather naturally inspires many people to open the doors and windows to let the fresh air and sunshine pour in after being cooped up all winter. Take advantage of the situation. Include summer preparation tips in your monthly newsletter like the ones below. This will not only identify potential maintenance issues, but it gives you an opportunity to connect with your tenants. Your team response to safety and maintenance requests can build stronger relationships, hopefully encouraging higher retention rates.

  • Check windows and doors for weather-stripping and caulk leaks.
  • Turn on the air condition to check operations.
  • Test smoke alarm devices and replace batteries.
  • Check faucets for drips and inspect sink and tub drains.
  • Make a visual inspection of outdoor spickets for leaks and rotting gaskets.

Upgrade to a Modern, Online Lease Flow

Streamlining the rental process is crucial in a competitive market. While many multifamily communities offer online applications, that isn’t enough in today’s digital world. According to the National Multifamily Housing Council, technological advances and increased mobile applications present benefits for property management companies.

Property managers should plan on updating to an online leasing solution to utilize technology to streamline the rental process and protect data efficiently and effectively. Access to online tenant screening, e-applications and digital signature options that allow tenants to sign the lease immediately after viewing save time, and give you the competitive edge over properties that use paper processing and approval techniques.

Give Your Team the Resources for Success

This isn’t the time to cut back on your training budget. According to the Center for American Progress, the direct cost associated with replacing an employee is roughly 20% of the employee’s salary. Protect your human assets. Make certain that all team members have access to technology and training before the surge. Understanding how the rental process works for tenants from first touch point to move-in date is critical for your property. Whether you have on-site maintenance teams or work with third-party make ready vendors, review procedures to ensure tools, supplies and adequate staff members are available to respond to every situation.  Also, consider extended hours for leasing agents during peak rental season. This is the time of year that the extra investment can really pay off.

Put out the Welcome Mat

You’ve heard it thousands of times, “you only get one chance to make a first impression.” Take time to update web pages and social media sites. Invest in a property-wide spring cleaning. Spruce up your common areas and address maintenance issues that took a back burner to snow removal and urgent requests through the winter months.

Leasing season is upon us, it’s time to get ready.


appfolio Appfolio | Company Website | LinkedIn Connect |AppFolio, Inc. develops Property Management Software that helps businesses improve their workflow so they save time and make more money.  Appfolio submits articles & blogs including topics of Resident Retention, Improved Owner Communication, Time Management, and more.

Four Easy Steps to Safeguard Resident Information

Written by Apartment Management Magazine on . Posted in Blog

secure dataProtecting your business from hackers is a hot topic these days. Property management companies are particularly fearful of becoming the next Target, and rightfully so. With all the data residents need to provide on lease applications, property management databases are full of sensitive information like credit cards, Social Security numbers, previous address information, and date of birth. It’s a gold mine for identity thieves.

With so much buzz over data security, we recently hosted a webinar for property management professionals titled, “Safeguard your Business – Strategies to Improve Data Security and Protect Resident Information”. In case you missed it, here are some of the tips PayLease’s security experts discussed with the audience.

Hire Trustworthy Employees

Responsible and honest employees are crucial to data security. Job hunters are on their best behavior during interviews so it is important to run background checks and call each candidate’s professional references. Prospective employees should have multiple rounds of interviews within your organization, preferably with multiple people within the company.

Train Employees

The people you hire are your first line of defense in protecting resident data. Train employees how to properly handle sensitive resident information like Social Security numbers, credit card information, etc. Limit the number of employees who have access to this data. Furthermore, employees also need to know computer usage policies and email best practices, so make sure that they are not exposing your computers to unnecessary risk.

Invest in Physical Security

Your office doesn’t need to be Ft. Knox, but exercising some simple precautions can go a long way. Keep files locked. Shred any documents containing sensitive data. Either purchase a shredder for the office or hire a 3rd party to destroy these documents. Install security cameras and a key card access system for rooms where sensitive information could be accessed. But before you install cameras, be sure you check the privacy laws in your area. Some state laws require that employees be informed of security cameras.

Digital Security

Strong passwords are the most important aspect of digital security. Passwords should be at least 8 characters and contain an uppercase letter, a lower case letter and a special character. Never write down passwords and make sure you have multiple passwords for various systems.

Install a reputable antivirus software on all employee computers and make sure it runs daily. Research and choose a solution that is effective and fast, so it can run frequently on the computers without getting in the way. It should be easy to deploy and centrally manage.

Your organization should also have an email and internet policy within its employee manual. Also be sure to inform employees of the latest malware to prevent your systems from being infected with viruses.

For more tips on safeguarding resident information, view our recorded webinar, Safeguard your Business – Strategies to Improve Data Security and Protect Resident Information.


paylease logo PayLease | Company Website PayLease is a leading payments provider for the property management industry, specifically serving the Residential, Homeowner Association and Commercial markets. We provide property managers the ability to collect rent, dues and lease payments electronically, resulting in less administrative work and improved cash flow and funding time.

10 Ways to Prevent Damage to Your Rental Units

Written by Apartment Management Magazine on . Posted in Blog

cash-and-keys-300x203Monthly rent isn’t the only thing you want from your rental property. In all likelihood, you’re watching for your property to appreciate in value as well.

That will become a losing battle if persistent damage keeps you constantly pumping money into the property.

Here are some ways you can avoid the financial sting of damage to your rental units:

1. Before a tenant takes possession, make sure the property is in top condition. You’re teaching by example — showing the tenant what the property is supposed to look like when it’s well cared for. If the property is suffering from nagging little problems, the tenant is going to be more lax when in comes to cleaning and maintaining it. Don’t set the bar so low.

2. Record the property condition when the tenant moves in, with the tenant present. Go over the details with them, and have them sign a move-in form that notes the property condition. Drive home the point with a video or photos. The tenant will get the message: if the property is damaged after today, they’ll have to pay!

3. Give the tenant every reason to believe that, if they take care of the property, they will get every penny of their security deposit back. Your reputation with deposits may come into play as tenants talk to one another — former and current. The real value of the security deposit is not covering anticipated losses; the value is in creating the incentive for the tenant to care for the property.

4. Inspect the property periodically. These inspections are more than just checking up on the tenant. Ask about repair needs, and check out major systems on a regular basis. Often, if a problem is caught early on, the damage will be isolated, or avoided.

5. Jump on repair requests. Sometimes the repair is the tenant’s fault. But intimidating tenants will only discourage them from reporting problems. After a repair request has been answered, call up the tenant and ask if the repair was successful. Thank them for bringing the problem to your attention. In the short-term, repair complaints are a headache. But in the long-term, they save money and keep the property in good condition.

6. Even the best tenants eventually will wear out the unit. As you update your property, spend some time looking at the latest finishes, appliances and flooring. Some improvements are so drastic — so much more resilient — that it may be worth the money to switch them out. Rental homes need finishes that can take a significant level of wear and tear.

7. Water causes billions of dollars of damage each year. Even landlords in modern buildings are seeing damage from the use of new materials that aren’t holding up as well as anticipated. Much of that damage comes from the inside through faulty plumbing. Those leaks can spawn mold and other costly repairs, so it pays to inspect regularly.

Tenants are a common cause of water damage, from an unattended washing machine or dishwasher to over-watering plants.

8. Pay attention to utility spikes. Whether you pay the utilities, or your tenant complains about a sudden increase, take it seriously — that’s a warning sign that something may be spilling out. It can also signal a drug manufacturing operation — and that’s one of most costly repair jobs you will ever encounter.

9. Watch the weather. Storms cause significant property damage, and lately we’ve been seeing some monsters.  Once the surge is over, check for roof damage, clogged gutters, and poor drainage that may leak into the foundation.

10. Encourage tenants to carry renters insurance. The main benefit: they won’t ask you to reimburse them for damage. The indirect benefit is making tenants aware of just how much they stand to lose if they are careless and cause damage to the property.


logo_aaoa American Apartment Owners Association | Company Website 

Rental property management can be very demanding. Our job is to make this day-to-day property management process smoother. AAOA provides a host of services ranging from tenant screening to landlord rental application forms and contractor directory to apartment financing. 

Landlords Awarded $12 Million in Mold Case

Written by Apartment Management Magazine on . Posted in Blog

LEGAL2The owners of a 300-unit apartment complex in Iowa won a $12.4 million verdict from the apartment builder in a lawsuit over water damage.

The father and son acquired the property, which was originally slated for condos, in the fall of ’03 for $23 million, according to a news report. But by spring of ’04, more than 100 units had substantial water leakage.

As many landlords know, unattended water leaks can destroy virtually everything inside a dwelling, and even can compromise the structural integrity of a building. Water precipitates the massive spread of mold.

In this case, the mold damage was so severe that sections of outer walls had to be removed. The landlords told reporters that they had difficulty finding the source of the leaks, and as a result, could not sell the property as planned. It took three years to isolate and repair all of the damage, according to the report.

The culprit, according to the jury, was faulty construction. The complex was not built to repel water sufficiently. The materials used, such as mortarless stone walls which were easily penetrated by water, were not appropriate for Iowa’s harsh winter climate. This allowed water to enter the rentals with ease, where it caused significant damage and mold. In addition, it was believed that the workers may have cut corners in a rush to complete the project.

The builders reached a settlement with the landlords for over $15 million dollars, to cover previous and expected repairs, increased maintenance and $6 million in lost revenue, according to the report. However, the builders’ insurer denied the claim, prompting the trial.

The insurer may appeal the verdict.


logo_aaoa American Apartment Owners Association | Company Website Rental property management can be very demanding. Our job is to make this day-to-day property management process smoother. AAOA provides a host of services ranging from tenant screening to landlord rental application forms and contractor directory to apartment financing. 

Implementing the Marketing Plan; Adding Action to the Product, Price, People, Promotion Analysis

Written by Apartment Management Magazine on . Posted in Blog

Marketing Plan

Monthly, quarterly, weekly, or at least annually organizations expect updates of Property Marketing Plans.  Dutifully, plans are submitted to the appropriate source for review.  Task complete…Thirty, sixty’ ninety days later, update plan.  Task complete, check the item off the TO DO list.

How is the plan integrated in to the property operations?  Without specific action items, the plan is a report providing little value. What a waste.  A thorough marketing plan has taken a considerable amount of time to prepare, why is there failure to follow through with the action items adding structure to the marketing efforts of the property?

We’re too busy!”

The marketing plan has potential answers to any occupancy or renewal challenge.  Using the marketing plan hand in hand with the weekly or monthly community calendar can provide amazing results. As well as structure for the marketing functions of the property.

– Outreach goes on the calendar.  Waiting to try and fit it in at the end of the day, will ultimately result in no outreach.  Outreach Relationships bring results, but handing someone a flyer every month or two doesn’t create a relationship.

Updating ads with ISP providers, Craigs List and the management company web page can spread the word about a current promotion.  Is this on the calendar?  Weekly?  Daily?

imagePlanning for community events can generate local media attention (Free Advertising!) and resident retention.  But if everyone is too busy to look at the calendar, throwing together a Mother’s Day event the Friday before Mothers Day has little chance of  generating results.  Looking at a calendar for the upcoming four to six weeks, can identify focus points for outreach events and resident appreciation moments, Like celebrating the day Tootsie Rolls were introduced (Feb 23,1896) by handing them out to everyone that comes to the office, attaching them to maintenance notices.  Planning is essential.

imageTaking the time at the beginning of the week or month to add marketing activities to team responsibilities will reinforce the importance of marketing. Effective marketing is not an afterthought. It is organized and planned based on the future needs of the apartment community. Evaluating potential move out exposure based on lease renewals, and actual move out notices will identify the timing to increase advertising, in advance of apartment vacancy.

An outline of businesses for outreach will provide structure for this task, and insure follow up visits are scheduled.

The marketing plan is the road map tracking the variety of advertising efforts. Realizing an internet ad was not updated or the newspaper deadline was missed will probably affect the number of calls or visits, delaying the hoped for increase in occupancy.

As the marketing plan is updated for the next submission, add dates and items to the calendar. Keep a copy with the team schedule for the week. Its a valuable resource, put it to work!


Lori_Hammond Lori Hammond | Company Website | LinkedIn Connect |Lori has 30+ years’ experience in the Property Management Industry, working with both market rate and affordable housing.  Lori has been privileged to work with some tremendous industry leaders during employment tenures with Oxford Management, NHP Management, AIMCO, Alliance Residential, Boston Capital, The Sterling Group, P.K. Housing and currently Management Resources Development.